U.K. motoring/cycling retailer Halfords turns a British family's day out on their bikes into a classic American road trip in this new spot from Mother London. As they ride along to the soundtrack of Geordie-accented voice reciting Steppenwolf's Born To Be Wild, they grow biker beards and jailhouse tatts (even the baby) and the country lane appears to morph into the Wild West. Halford's says the spot, directed by Blink's Bjoern Ruehmann, is aimed at "awakening everyone's inner James Dean." The retailer is planning a second ad on a similar theme featuring motorists -- aiming to unite both cyclists and drivers through their love of their open road.